Approaching the rural – Uncovering rural context in entrepreneurship

This research note explores the concept of rural context within entrepreneurship research. We outline three distinct approaches to understanding rural context in entrepreneurship research, viewing rural as: (a) a given setting, (b) peripheral, emphasising its distinctions from urban contexts, and (c) rurality, underscoring its distinctiveness. We discuss how these three approaches have been used in entrepreneurship research and their implications for research focus, questions, and conceptualisation of the rural context. Ultimately, we advocate for the vital importance to uphold stringency and rigour in employing any of the approaches.